Top online marketplaces for ecommerce sellers in 2025

Ecommerce is no longer about selling in just one place. Successful brands are reaching customers across multiple marketplaces, expanding their reach, and opening new revenue streams. With US ecommerce sales expected to hit $1.7 trillion by 2027, sellers who diversify their presence will have the edge. 

While Amazon and Walmart are still the big players, other platforms like TikTok Shop, Newegg, and Poshmark are changing the ecommerce game. They’re offering new ways for people to find and buy products, giving sellers new and different ways to reach shoppers.

What you’ll learn in this guide:

• The top US online marketplaces for sellers in 2025
• Emerging platforms driving the next wave of ecommerce
• Key trends shaping online selling this year
• Strategies to help maximize your success across multiple online marketplaces

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Amazon and Walmart are the biggest players in US ecommerce, and it’s easy to see why. They bring in billions of dollars and connect sellers to countless customers, making them must-haves for anyone looking to grow their business. But what exactly makes them so effective? Here’s a breakdown of the top 10 online marketplaces every seller should have on their radar.

1. Amazon

Amazon remains the leading online marketplace, driving nearly 40% of all US ecommerce sales. Its ‘Fulfillment by Amazon’ (FBA) program takes the hassle out of logistics, offering Prime shipping, warehousing, and customer service—but at a cost. While Amazon marketplace’s reach is unmatched, competition is fierce, making smart optimization and strategic advertising essential.

Best for: Brands and third-party sellers across almost every category.

Key benefits:

• Access to the largest customer base in the US – Over 315 million active shoppers. 
• Powerful advertising tools to boost product visibility.
• FBA and logistics infrastructure – Amazon handles storage, shipping, and customer service, allowing sellers to scale efficiently while leveraging Amazon’s fast delivery capabilities (e.g., Prime’s 1-2 day shipping). 

Challenges:

• High fulfillment and storage fees (especially for oversized inventory).
• Intense competition – Standing out requires optimized listings and a strong pricing strategy.

Pro Tip: Winning the Buy Box comes down to competitive pricing, strong seller metrics, optimized listings, and strategic Amazon PPC ads.

2. Walmart

The Walmart marketplace has grown into one of the strongest Amazon alternatives, offering sellers a trusted brand name and access to millions of monthly shoppers. With lower fees and Walmart Fulfillment Services (WFS) providing fast, Prime-like shipping, it’s an attractive option for brands looking to expand beyond Amazon. However, strict seller requirements and pricing policies mean that success requires a strategic approach.

Best for: Mid-sized brands that want a curated, less saturated marketplace with lower fees.

Key benefits:

• Lower fees than Amazon – No monthly costs, just referral fees (5-20% depending on category).
• Walmart Fulfillment Services (WFS) provides fast, Prime-like delivery options (OneDay, TwoDay, ThreeDay).
• Less seller competition – With only 150,000 marketplace sellers (compared to Amazon’s 2.3 million), securing the Buy Box is more achievable for sellers who maintain strong pricing and performance metrics.

Challenges:

• Strict seller approval process – Walmart screens for high-quality brands with strong sales histories.
• Pricing pressure – Walmart’s Everyday Low Price (EDLP) policy means sellers must stay competitive or risk listings being unpublished.
• Visibility challenges – Without optimized pricing and ads, new sellers may struggle to rank in search results.
• Limited return flexibility – Unlike Amazon, Walmart’s online purchases can’t always be returned in-store, which may lead to lower customer satisfaction and increased return processing times for sellers.

Pro Tip: Use Walmart’s AI-powered repricer to automatically adjust prices, stay competitive, protect profit margins, and win more Buy Box placements—all while saving time on manual updates.

See Related:

Selling on Multiple Online Marketplaces? Here’s How to Stay in Control  Scaling across multiple online marketplaces means juggling different fulfillment models, pricing strategies, and seller policies. Automating inventory and order management can save time and prevent overselling—especially for high-volume sellers. Many sellers use automation tools like Linnworks to manage inventory, sync orders, and prevent overselling across platforms.

3. eBay

eBay has built its reputation as the go-to online marketplace for collectibles, electronics, automotive parts, and niche products. Unlike Amazon or Walmart, eBay offers auction-style selling, allowing sellers to set starting bids and let demand drive the final price. It also has a strong international buyer base, ideal for cross-border sales.

Best for: Sellers of pre-owned, vintage, refurbished, parts or specialty items.

Key benefits:

• Lower fees – Typically lower than Amazon and Walmart, with no monthly seller subscription required.
• Auction-based & fixed-price options – Gives sellers pricing flexibility.
• Strong international reach – eBay’s cross-border trade program helps sellers tap into global markets.

Challenges:

• Lower buyer trust – Without a structured fulfillment network like FBA, potential buyers can be more hesitant.
• More seller management required – No built-in fulfillment service like Amazon’s FBA or Walmart WFS, meaning sellers must handle shipping & returns themselves.

Pro Tip: Strong ratings and buyer feedback are key to success on eBay—deliver excellent service, detailed listings, and competitive shipping to build trust and boost sales.  

4. Target Plus

Target Plus is an invite-only marketplace built for curated, high-quality brands. Unlike Amazon or Walmart, Target prioritizes brand integrity, making it a strong option for premium products in home goods, fashion, and beauty. With a loyal customer base and less competition, brands can stand out without the race-to-the-bottom pricing pressures seen on other platforms.

Best for: Established brands that prioritize quality, aesthetics, and a premium shopping experience.

Key benefits:

• Stronger brand protection – Sellers avoid counterfeit issues and retain more control over their product presentation.
• Loyal, engaged customer base – Target shoppers actively seek curated, higher-end products.
• Built-in credibility – Target’s reputation gives brands instant trust and recognition.

Challenges:

• Invite-only model – Strict approval process makes it difficult for new brands to join.
• Limited seller tools – Fewer third-party integrations compared to Amazon’s advanced ecosystem.

Pro Tip: Brands looking to get onto Target Plus should focus on strong branding, high product quality, and proven sales performance on other major online marketplaces.

5. Wayfair

Wayfair has solidified its position as the leading online destination for home goods, furniture, and décor, offering sellers an ecommerce platform dedicated to these categories. With over 22.6 million active customers, it’s a prime choice for home and lifestyle retailers aiming to reach a targeted audience.

Best for: Home and lifestyle retailers specializing in furniture, décor, and related products.

Key benefits:

• Dedicated customer base – Access to a large audience specifically seeking home-related products.
• Reduced competition: With a focus on home goods, sellers face less competition compared to broader marketplaces.
• No direct selling fees – Wayfair buys products at a set wholesale price, so sellers avoid listing fees and sales commissions common on other marketplaces.

Challenges:

• High shipping expectations – Customers anticipate timely deliveries, requiring efficient logistics management.
• Payment terms – Some sellers have reported extended payment periods, with terms up to 60 days.
• Limited pricing control – Since Wayfair sets the retail prices, sellers have less flexibility in adjusting margins, which may impact profitability.

Pro Tip: Fast, reliable shipping is crucial on Wayfair—sellers should partner with third-party logistics (3PL) providers or streamline in-house fulfillment to meet customer expectations. Since Wayfair’s payment terms can be up to 60 days, ensure strong cash flow management or explore short-term financing options to keep inventory moving.

6. Best Buy 

Best Buy’s online marketplace is a top destination for tech, electronics, and gaming gear, drawing a loyal base of gadget enthusiasts and early adopters. Unlike Amazon, Best Buy maintains a more curated seller pool, reducing competition and limiting product category expansion.

Best for: Sellers of consumer electronics, gaming, and tech accessories.

Key benefits:

Challenges:

• Narrower product selection – Best Buy’s marketplace is heavily category-specific.
• Competitive pricing pressure – Sellers must stay price-aggressive to win sales.

Pro Tip: Sellers can stand out with bundled accessories, exclusive tech deals, and strong product descriptions to differentiate in this competitive space.

7. Macy’s 

Macy’s has expanded from its heavily retail presence, to create a fast-growing fashion and lifestyle online marketplace. With a highly engaged audience, it’s a great fit for brands looking to sell premium apparel, beauty products, and luxury home goods.

Best for: Fashion, beauty, and premium lifestyle brands.

Key benefits:

• Loyal customer base – Macy’s shoppers are brand-conscious and fashion-forward.
• Loyalty program exposure – Marketplace sellers can benefit from Macy’s Star Rewards program, which drives strong repeat purchases and customer engagement.
• Curated marketplace advantage – Macy’s carefully selects sellers, reducing competition and increasing visibility for accepted brands.

Challenges:

• Smaller market share – Macy’s digital marketplace is growing but still trails behind Amazon/Walmart in total volume.
• Selective entry process – Macy’s focuses on brand alignment and premium product selection.

Pro Tip: Sellers with strong branding, premium positioning, and visually compelling product pages will see success on Macy’s.

8. Etsy

Etsy remains the leading marketplace for handmade, vintage, and artisan goods, giving small brands and independent creators a platform built on storytelling and community-driven commerce. Unlike mass-market platforms, Etsy thrives on uniqueness and craftsmanship.

Best for: Artisans, small brands, craft sellers, and vintage resellers.

Key benefits:

• Community-driven shopping experience – Buyers value authenticity and craftsmanship.
• Lower fees – More affordable than Amazon/Walmart for small-batch sellers.
• Etsy makes selling simple with easy setup, no maintenance, and no technical skills required so that you can focus on your products instead of website management.

Challenges:

• Heavy reliance on organic traffic – No built-in advertising power like Amazon’s PPC model.
• Marketing & branding are essential – Sellers must actively promote their shops to stand out.

Pro Tip: Sellers should invest in high-quality product photography and storytelling to build a loyal customer base on Etsy.

9. Wish

Wish is a mobile-first online marketplace catering to bargain hunters and impulse buyers, known for deep discounts and trending, low-cost products. With over 500 million app users worldwide and 2.4 million daily orders, it offers strong sales potential for affordable, high-volume products. However, slim profit margins and lower buyer trust mean sellers need a high-volume strategy to succeed. 

Best for: Sellers of affordable, high-volume, trending products.

Key benefits:

• Strong mobile-commerce focus – Wish’s algorithm favors low-cost, high-conversion products.
• Impulse-driven buying behavior – Wish’s mobile-first platform encourages multi-item purchases, increasing order volume for sellers.
• Global reach – Wish allows sellers to ship to 59 countries, expanding their audience beyond domestic buyers.

Challenges:

• Lower buyer trust – Customer expectations for quality can vary, leading to higher return rates.
• Slim profit margins – To compete, sellers must operate on volume rather than high markups.
• Invite-only for new sellers – Since January 2022, Wish has required an invitation to join, limiting marketplace access.

Pro Tip: Fast shipping and clear product descriptions help minimize returns and build repeat customers on Wish.

10. Home Depot

Home Depot is the go-to marketplace for DIYers, contractors, and home improvement buyers. With a loyal customer base of professionals and homeowners, it’s a prime selling channel for tools, building materials, and renovation supplies.

Best for: Contractor-focused sellers in home improvement, hardware, and tools.

Key benefits:

• High brand trust – Contractors and homeowners actively seek Home Depot-approved products.
• Loyal repeat customers – Many buyers purchase in bulk or make frequent orders.
• Omnichannel reach – Home Depot connects online shoppers with in-store inventory through BOPIS, curbside pickup, and same-day delivery.

Challenges:

• Category restrictions – Home Depot’s marketplace focuses exclusively on home improvement.
• Logistics-heavy – Larger, heavier products require strong fulfillment capabilities.

Pro Tip: Sellers should offer bulk pricing and competitive shipping options to attract B2B buyers and contractors.

As ecommerce evolves, niche marketplaces and social commerce are gaining traction. These platforms serve specialized audiences, offer lower competition, and help businesses build strong brand loyalty. With the rise of social selling, sellers who embrace video-driven shopping, peer-to-peer marketplaces, and category-specific platforms will have a competitive edge.

1. TikTok Shop

TikTok Shop is rewriting the rules of ecommerce, turning viral content into instant sales. With over 1 billion active users, the platform is a goldmine for brands targeting younger audiences—especially Gen Z and millennial shoppers.

Best for: Fashion, beauty, gadgets, and viral products.

Why it’s growing:

• Blends entertainment and shopping seamlessly—shoppers buy directly from videos and livestreams.
• Dominated by younger consumers—Gen Z and millennials trust influencer recommendations over traditional ads.
• Creator-driven commerce—influencers boost product visibility and credibility.

Pro Tip: Sellers should focus on engaging video content, influencer partnerships, and TikTok’s paid ad tools to maximize reach—especially for trend-driven products.

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Instagram Shopping makes product discovery effortless, allowing brands to sell directly through posts, stories, and Reels. With a visually-driven format and Meta’s ad targeting, it’s a powerful sales channel for lifestyle brands.

Best for: Fashion, beauty, home décor, and visually appealing products.

Why it’s growing:

• Social influence drives sales—purchases happen through influencers and brand pages.
• Integrated checkout—shoppers buy without leaving the app.

Pro Tip: Tag products in every post, leverage Reels for engagement, and use Instagram Ads to retarget high-intent shoppers.

3. Bonanza

Bonanza is an alternative to eBay, offering lower fees and more flexibility for independent sellers. It’s a great option for niche or unique products that need a less saturated marketplace.

Best for: Handmade, collectibles, and eclectic products.

Why it’s growing:

• Lower competition—easier to rank and gain visibility.
• Seller-friendly policies—no listing fees, lower transaction costs.

Pro Tip: Use Bonanza’s built-in Google Shopping integration to increase external traffic.

4. Newegg

Newegg dominates the tech and electronics space, catering to a highly engaged audience of gamers, PC builders, and tech enthusiasts.

Best for: Consumer electronics, gaming accessories, and PC hardware.

Why it’s growing:

• Loyal tech-savvy audience—buyers actively seek specialized tech gear.
• Business-to-business (B2B) potential—Newegg caters to corporate and enterprise buyers.

Pro Tip: Offer bundle deals and detailed product specs to appeal to tech buyers.

5. Reverb

Reverb is the go-to platform for musicians, offering a dedicated marketplace for instruments, gear, and pro audio equipment.

Best for: Guitars, keyboards, DJ equipment, and vintage music gear.

Why it’s growing:

• High buyer intent—musicians actively search for specific brands and rare instruments.
• Lower competition compared to Amazon/eBay.

Pro Tip: Use high-quality product descriptions, demo videos, and clear condition grading to build trust.

6. Poshmark

Poshmark is a peer-to-peer marketplace for fashion, where social engagement plays a big role in driving sales. With millions of users selling secondhand and vintage clothing, it’s a top platform for fashion-conscious consumers.

Best for: Pre-owned, vintage, and trendy fashion brands.

Why it’s growing:

• Social selling focus—followers, shares, and virtual “closet” interactions boost sales.
• Resale economy is booming—Poshmark capitalizes on the sustainable shopping trend.

Pro Tip: Engage with buyers through comments, price drops, and bundle discounts to drive more conversions.

7. Chairish

Chairish specializes in vintage and high-end home décor, making it an ideal platform for interior designers and collectors.

Best for: Home décor, vintage furniture, and artwork.

Why it’s growing:

• Curated, high-value audience—buyers are looking for unique, high-end pieces.
• Strong resale market—sustainability and vintage aesthetics are driving demand.

Pro Tip: Detailed descriptions and professional photography help showcase premium products effectively.

8. Depop

Depop is a social shopping app blending e-commerce with Gen Z’s love for fashion and self-expression. It combines elements of Instagram, Poshmark, and thrift culture, making it a fast-moving marketplace for streetwear and unique fashion finds.

Best for: Streetwear, vintage fashion, and sustainable clothing brands.

Why it’s growing:

• Social-driven shopping—followers and engagement influence sales.
• Eco-conscious consumer base—Depop thrives on the secondhand fashion movement.

Pro Tip: Curate an aesthetically pleasing shop, use trending hashtags, and engage with your audience to build a loyal following.

Winning in ecommerce isn’t just about where you sell—it’s about how you adapt. From AI-driven recommendations to mobile-first shopping, the best sellers are already adjusting to these marketplace shifts. Here are the latest trends that’s shaping the ecommerce marketplaces in 2025. 

1. Mobile-First Marketplaces

Mobile commerce (m-commerce) is now the default shopping experience. Over 77% of ecommerce traffic comes from mobile, and platforms like TikTok Shop, Instagram Shopping, and Wish are built for on-the-go buyers.

Why it matters:

• Shoppers expect fast, frictionless checkout via apps and digital wallets.
• Video and social commerce are driving impulse purchases.

Seller Strategy:

• Optimize listings for mobile users—short descriptions, vertical images, and fast-loading pages.
• Use social selling tools—live shopping events, Reels, and short-form video ads.

2. AI-Driven Personalization

Artificial intelligence is transforming the customer journey. Marketplaces like Amazon, Walmart, and eBay use AI-powered ecommerce algorithms to personalize recommendations, predict demand, and automate pricing strategies.

Why it matters:

• Buyers expect hyper-relevant product suggestions based on past behavior.
• AI helps sellers optimize pricing and inventory levels dynamically.

Seller Strategy:

• Leverage marketplace AI tools (Amazon’s Dynamic Pricing, Walmart’s AI-driven search).
• Use chatbots and AI-driven customer service to handle FAQs and increase conversions.

3. Sustainability & Ethical Commerce

Eco-conscious shopping is no longer a niche—it’s the expectation. Consumers are choosing brands that align with sustainability, fair trade, and ethical sourcing.

Why it matters:

• Marketplaces like Etsy, Depop, and Back Market are thriving due to their focus on secondhand and sustainable products.
• Big players (Amazon, Walmart, Target) are prioritizing eco-friendly packaging and carbon-neutral shipping.

Seller Strategy:

• Highlight eco-friendly packaging, sustainable sourcing, and ethical labor practices in listings.
• Consider selling on resale-focused marketplaces like Etsy, Poshmark, or Depop.

4. Seamless Omnichannel Selling

Consumers now expect a unified shopping experience across multiple platforms. Whether they start on Instagram, browse on Amazon, and buy in-store, sellers need to ensure a consistent presence across all touchpoints.

Why it matters:

• Walmart, Target, and Macy’s are integrating online and offline experiences.
• Brands using omnichannel fulfillment (BOPIS, same-day delivery) are seeing higher conversion rates.

Seller Strategy:

• Use an inventory management tool to centralize stock across Amazon, Walmart, Shopify, and eBay, avoiding overselling and stockouts.
• Offer multiple fulfillment options—curbside pickup, two-day shipping, and local delivery.

Struggling to manage inventory across multiple marketplaces?

Linnworks centralizes inventory and order management, syncing stock in real-time, automating fulfillment, and preventing overselling across channels. See it in action!

Competition is fierce, and marketplaces are constantly evolving. Sellers who optimize their strategy, adapt to platform algorithms, and stay ahead of trends will win in 2025. Here’s how to maximize success on online marketplaces.

1. Optimize Listings for Maximum Visibility

Why it matters: Buyers skim—your listing has seconds to capture attention. Well-optimized product pages rank higher in search results and convert better.

Key strategies:

• Use high-intent keywords in titles, bullet points, and descriptions.
• Invest in professional product photography—clear, high-resolution images increase conversions.
• Add rich content (A+ Content, Enhanced Brand Content) where available.

Pro Tip: Amazon, Walmart, and eBay each have different SEO ranking factors—optimize listings accordingly.

2. Understand Marketplace Algorithms

Why it matters: Each marketplace prioritizes different factors—Amazon’s A9, Walmart’s SERP, and eBay’s Cassini all rank products differently.

Key strategies:

• Amazon: High conversions, fast shipping, and competitive pricing influence search rankings.
• Walmart: Product availability, pricing, and fulfillment speed impact visibility.
• eBay: Search rankings favor seller ratings, pricing, and auction performance.

Pro Tip: Monitor analytics and A/B test pricing, images, and keywords to improve ranking.

3. Leverage Advertising Tools to Drive Sales

Why it matters: Over 75% of Amazon sales come from sponsored listings—ads are essential to scaling.

Key strategies:

• Amazon Sponsored Products—Essential for Buy Box visibility.
• Walmart Performance Ads—Boosts listings in category and search results.
• eBay Promoted Listings—Increases exposure within eBay search.

Pro Tip: Start with low-budget, high-ROI campaigns to test ad performance before scaling spend.

4. Stay Ahead of Trends & Platform Changes

Why it matters: Consumer behavior shifts fast—social commerce, mobile-first shopping, and AI-driven recommendations are shaping the future.

Key strategies:

• Follow marketplace updates—Amazon, Walmart, and Shopify frequently roll out algorithm changes.
• Test new channels—Social selling on TikTok Shop and Instagram Shopping is rising.
• Leverage automation—Use AI-driven tools for pricing, fulfillment, and inventory management.

Pro Tip: Linnworks helps sellers scale effortlessly by automating inventory, order management, and fulfillment across multiple marketplaces.

There’s no one-size-fits-all approach to selling online. The best marketplace platform for your business depends on your products, audience, and growth goals.

• Amazon & Walmart: Best for high-volume sellers who can compete on price and logistics.
• eBay & Etsy: Great for niche products, vintage goods, and handmade items.
• TikTok Shop & Instagram Shopping: Ideal for brands leveraging social selling and influencer-driven commerce.
• Wayfair & Home Depot: Best for home goods, DIY, and contractor-focused products.

Experiment, optimize, and adapt. Sellers who stay flexible and use automation to scale efficiently will stay ahead in 2025. Keep testing new platforms, refining your marketplace strategy, and staying informed on emerging trends and algorithm changes.

Scale Smarter with Linnworks

Managing multiple marketplaces can be complex, but Linnworks simplifies it. Our automation platform helps you:

• Sync inventory across all major marketplaces to avoid overselling.
• Automate order management for seamless fulfillment.
• Gain insights into performance data to optimize your ecommerce marketplace strategy.

Ready to expand and streamline your ecommerce marketplace operations? Request a live demo of Linnworks today and see how our automation platform can help you sync inventory, automate orders, and scale effortlessly across multiple marketplaces.

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